Objectives 1. Connect with the Public: Through mass-marketing - - PowerPoint PPT Presentation

Objectives

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• 1. Connect with the Public:

Through mass-marketing moments linked to key external themes which are relevant to our audiences in order to meet them on their terms and bring them closer to Oxfam.

• 2. Supporter Experience:

We will offer our existing supporters new ways to engage, and deliver an engaging experience which deepens their understanding of and emotional connection to Oxfam.

• 3. Income:

Deliver income for Oxfam through our retail offering.

Marketing Strategy

(to achieve the objectives)

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• 1. Raise awareness of Oxfam Online Shop (to attract more shoppers)
• 2. Raise awareness of Oxfam’s strong position regarding sustainable

fashion and Wastesaver (to attract more shoppers and goods donors) To achieve 1 & 2 we will use mass-marketing & PR to deliver the key message:

• 3. Data capture: to bring 30,000 people into Oxfam in ways relevant to

them, in order to deliver a strong journey to engage with our work.

• 4. Journey: Deliver a strong supporter journey to engage with our work

which makes the links between shopping and Oxfam’s cause, and helps supporters feel the difference they’re making

Why Sustainable Fashion?

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Fast Fashion & Climate Change

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Oxfam & Climate Change

Oxfam & Fashion

Shops

Festivals

Over 20,000 sign ups from festivals

Anthony Burrill film, screen printing & exhibition Comfort social media & pop up

Partners

#ThisMuchIKnow partnership with Vestiaire Collective

Media strategy

A survey Celebrity donations A fashion-led photoshoot Influencer support Robust new research

Spokespeople for broadcast

64 local radio bulletins, discussions, phone-ins & interviews on BBC & commercial stations. BBC Radio 2, 5 Live, Radio 4 (Today programme, You & Yours & Woman’s Hour). BBC local TV, BBC World, Sky News, ITV News, Channel 4.

470 pieces of press £1.9m AVE of coverage 604 Million Opportunities to see

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Coverage

Influencers

Social media

Share graphics for social proofing Prize draw to drive hashtag usage Over 50,000 uses of #SecondHandSeptember Our board shared to Pinterest homepage

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Content Marketing

Blogs provided rich content for the supporter email journey & social channels

Oxfam blogs: Fashion + Climate

Click the image to view each blog

Summer newsletter & insert sent to over 300,000 supporters

Print

UTILISNG MEDIA OPPS

• Utilise media opps that had

coverage to drive sign-ups around Glastonbury donations. ENGAGEMENT & ACTION

• Tested multiple audiences

and creative to drive reach, engagement and action. REMARKETING TO ENGAGE

• Remarketed to SHS website

visitors with reminders to, OOS

• ffer and thank you msg.

AUDIENCE INISGHT PAID SOCIAL

• 93% of sign-ups generated were female
• Female 45-54 years generated highest volume of sign-ups 25%
• Sustainable Living Interest group drove highest volume of sign-ups 14%

Digital acquisition

Website, app, email

The following 3 slides are

• ur bespoke SHS email

journey sent to all sign ups …

• Aug. 27th 2019
• Aug. 28th 2019

Page: 22 Page: 19

Paid press ads & content on demand

Results

62,000 people signed up to take part Reached over 10 million people Festival campaign most successful season ever Over 50,000 uses of #SecondHandSeptember Requests from corporates to partner Incredible celebrity and influencer outreach

"I want to say that this experience has had a profound effect on my thinking and lifestyle. I thought I was doing my bit with recycling, cutting down on plastic, buying organic and local(ish), donating things to charity shops. But talking to the folk at WOMAD has changed my

• perspective. I didn't realise what a habitual consumer I am, and I am

changing my ways. It honestly feels like a big shift in attitude - so huge thanks to Oxfam for making me a better, more aware, more planet-friendly person"

Following #SHS, nearly all supporters told us that they would take part

• again. 31% said it improved their opinion of Oxfam and 60% believed

they were supporting Oxfam to tackle climate change

Source: Oxfam SHS Survey sent out 30th September: 702 respondents

91% of participants are female and 70% are aged 45 and over The majority of SHS supporters still believe Charity shops to be Hit

• r Miss

9/10 that took part in SHS shopped in Oxfam prior to SHS 7/10 people abstained from online purchases altogether… …eBay was the most used online platform for those that did 60% STRONGLY AGREE that they were helping Oxfam to tackle Climate Change Less than 10% of supporters found SHS harder than they thought it would be with nearly half finding it easier! What happened in September? What is planned for the next 12 months Nearly all of those that took part would take part again…

Many shoppers chose to not buy anything for the month of September

And 31% said it improved their

• pinion of Oxfam

40% STRONGLY AGREE that they were helping Oxfam to fight poverty

• 1. Donate to another

charity (53%)

• 2. Sharing SHS on

Social Media (47%)

• 3. Buying from

another Charity (41%)

• 1. Donate to another

charity (94%)

• 2. Buy second hand

clothes (83%)

• 3. Buy less new

clothes (79%)

29% think they’re amazing!

10% have NEVER bought second hand

There are individual motivations for taking part; people have made

• bservations about their own shopping behaviours.

They have also been educated about the impact of fast fashion on the planet and want to contribute their help

Source: Oxfam SHS Survey sent out 30th September: 702 respondents

Why I took part…

People

I want to be aware of my shopping habits I want to change my behaviour I currently buy second hand

Planet

I’m thinking

• f the

environment I care for the planet/ world There’s a climate impact I want to reduce waste

Across all Public Engagement teams

Campaigns Robust research Audience Engagement Audience insight Audience-focused Strategy Festivals Project management Marketing & acquisition Corporate partnerships Spokespeople Shops POS & displays Donation drive Upcycling events Wastesaver Online Shop Comms & Story The SHS idea! Incredible creative Blog writing Huge Media & PR Celeb & artist liaison